Introduction
A clear and compliant unsubscribe process is essential for maintaining email deliverability, complying with GDPR, CCPA, and CAN-SPAM, and retaining customer trust. A poorly managed Klaviyo unsubscribe process can result in spam complaints, high unsubscribe rates, and potential legal fines.
Ensuring a compliant opt-out process in Klaviyo involves:
Providing an easy way for users to unsubscribe
Ensuring compliance with email marketing laws
Setting up an unsubscribe flow in Klaviyo
Offering an alternative preference center to reduce churn
In this guide, we’ll walk through how to build an unsubscribe flow in Klaviyo, best practices to remain compliant, and tips for retaining subscribers while respecting their preferences.
How Do I Create a Compliant Unsubscribe Process in Klaviyo?
To build a compliant unsubscribe process in Klaviyo, follow these steps:
Ensure all emails contain an unsubscribe link
Customize the unsubscribe page to offer alternative options
Create a suppression segment for unsubscribed users
Build an unsubscribe flow in Klaviyo to manage opt-outs properly
Monitor unsubscribe rates and analyze trends to improve retention
By implementing a compliant opt-out process, brands can stay legally compliant and optimize subscriber retention strategies.
Step-by-Step Guide to Building a Compliant Klaviyo Unsubscribe Process
1. Ensure Every Email Contains an Unsubscribe Link
To comply with GDPR, CCPA, and CAN-SPAM laws, every email must have a visible unsubscribe link.
How to Add the Unsubscribe Link in Klaviyo:
Navigate to Email Templates in Klaviyo
Select a template to edit
In the footer section, insert:
css
CopyEdit
If you no longer want to receive emails from us, click here to unsubscribe: {unsubscribe_link}
Save and apply this template to all future emails
Klaviyo automatically tracks unsubscribed users and prevents further emails from being sent to them.
2. Customize the Unsubscribe Page
Instead of a one-click opt-out, brands can offer an alternative option to reduce unsubscribe rates.
How to Customize the Unsubscribe Page in Klaviyo:
Go to Account Settings > Email Settings
Click on Unsubscribe Page
Customize the message to:
"We’re sorry to see you go! Would you rather update your email preferences instead?"
Provide a Manage Preferences link that allows users to:
Reduce email frequency
Opt-in to specific content categories (e.g., Sales, Product Updates)
Switch to SMS notifications instead
This helps retain subscribers while allowing them to adjust preferences rather than completely opt out.
3. Create a Suppression Segment for Unsubscribed Users
To ensure unsubscribed users are not accidentally emailed, create a suppression segment in Klaviyo.
How to Build an Unsubscribed User Segment:
Navigate to Lists & Segments > Create Segment
Set the filter: Properties about someone > Unsubscribed from Email > is True
Save the segment as Unsubscribed Users
Klaviyo will automatically exclude this segment from all future email campaigns.
4. Build an Unsubscribe Flow in Klaviyo
A Klaviyo unsubscribe flow helps confirm user opt-outs and provides an opportunity to win them back.
Steps to Create an Unsubscribe Flow:
Go to Flows > Create Flow
Choose Create from Scratch
Set the trigger as:
Properties about someone > Unsubscribed from Email > is True
Add a conditional split:
If user unsubscribed within 7 days, send a confirmation email
If user unsubscribed from specific emails but not all, offer an email preference update
Add a final step to remove them from all marketing communications
This ensures unsubscribed users receive confirmation while also providing an opportunity to re-engage.
Best Practices for a Compliant Klaviyo Unsubscribe Process
1. Make It Easy to Unsubscribe
Never hide the unsubscribe link or require users to log in to opt out.
2. Offer a Preference Center Instead of Immediate Unsubscribe
Provide alternative options like:
Receiving fewer emails
Subscribing to only discounts and offers
Switching to SMS marketing
3. Comply with Global Email Laws
GDPR (Europe): Requires explicit consent and easy opt-out.
CAN-SPAM (U.S.): Must honor unsubscribe requests within 10 days.
CCPA (California): Requires businesses to delete user data upon request.
4. Monitor Unsubscribe Rates & Adjust Your Email Strategy
Track unsubscribe trends in Klaviyo by going to Analytics > List Growth.
If unsubscribe rates exceed 0.5% per campaign, review:
Email frequency
Content relevance
Subject line engagement
5. Ensure SMS Compliance for Opt-Outs
SMS must include a “Reply STOP to opt-out” message.
Suppress opted-out SMS subscribers in the SMS Suppression List.
Common Mistakes That Can Lead to Compliance Issues
🚫 Forcing Users to Log In to Unsubscribe – Users should be able to unsubscribe with one click.
🚫 Not Honoring Unsubscribe Requests Quickly – GDPR and CAN-SPAM require that opt-outs are processed within 10 days.
🚫 Hiding the Unsubscribe Link – Making it difficult to unsubscribe can lead to spam complaints.
🚫 Failing to Segment Unsubscribed Users – Always create a suppression segment to prevent accidental emails.
🚫 Not Offering Alternative Subscription Options – A preference center can reduce unsubscribes by offering lower email frequency or SMS options.
Conclusion
A compliant Klaviyo unsubscribe process helps brands avoid legal fines, improve email deliverability, and retain subscribers more effectively. By following best practices, such as creating a suppression list, preference center, and an unsubscribe flow, brands can reduce unsubscribes while staying compliant.
📩 If your email program is underperforming and you need help optimizing retention and compliance, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS while ensuring full compliance with GDPR, CAN-SPAM, and CCPA regulations.
👉 Connect with Dispatch today to optimize your Klaviyo email marketing strategy.
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